CY2019 - RAM > Silverado 10.1%: How It Happened

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Thread: CY2019 - RAM > Silverado 10.1%: How It Happened

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    CY2019 - RAM > Silverado 10.1%: How It Happened

    The Detroit Free Press
    January 4, 2020



    The pickup war escalated Friday when General Motors and Fiat Chrysler Automobiles reported fourth-quarter and year-end sales and, for the first time, the Ram pickup has outsold the Chevrolet Silverado for the year — by 10.1%.

    "This is really quite a shake-up and it's uncharted territory for the Ram because it's never been No. 2," just behind the best-selling Ford F-150, said Jeremy Acevedo, an analyst at Edmunds in Santa Monica, California. "It would be like the Chevy Malibu leapfrogging the Honda Accord or Toyota Camry" sedans.

    "Our focus is retail sales, not rentals," said Henderson. "Silverado retail market share held up quite well during the year, despite going through a cadenced launch, being interrupted by a 40-day strike and Silverado heavy-dutys just getting going. Silverado also sold well on lean inventories, versus filling up warehouses of unsold vehicles. We think this is a wiser approach to the business. One year doesn’t make a trend — we’re in the truck business for the long haul."

    In an email to the Free Press, FCA said Ram had an "outstanding 2019."

    "Our pickup truck sales speak for themselves," said Head of U.S. Sales Reid Bigland. "We offered consumers more technology, more interior features and more choice with the Ram 1500, Ram 1500 Classic and our Heavy Duty portfolio. We look forward to another solid year in 2020."

    Analyst Krebs said that Cox Automotive research showed consumers found the Ram’s interior, with its large screen, most appealing, she said.

    As for the Ram surpassing the Silverado, GM remains undeterred. A GM spokesman said one year is not a trend especially in light of the six-week work stoppage the UAW's nationwide strike caused, which dinged sales of the Silverado heavy-duty full-size pickups and resulted in lean pickup inventory.

    But the earth moved on pickup sales results when comparing the Silverado to the Ram.

    For the year: Silverado sales slipped 2% to 575,600.
    For the year: Ram sales rose 18% to a record 633,694.

    That's right, Ram sales topped the Silverado by 10.1% for 2019.

    When combining the sales of the Silverado and GM's Sierra, GM sold 807,923 full-size pickups for the year, topping the RAM's sales, said auto consultant Rebecca Lindland founder of Rebeccadrives.com in Greenwich.

    "So, it's a way that GM can spin that they sold more pickup trucks," said Lindland. "But if you look at it brand by brand, Ram definitely outsold Silverado. It's a significant accomplishment for Ram because for years they weren't even close."

    The Ram is helping to bring in younger buyers, said Acevedo. "So, when you think of the number of people who could stay with this brand, you're conceding cash now, but that could pay dividends down the line as customers stay with these products," he said.








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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Analyst Krebs said that Cox Automotive research showed consumers found the Ram’s interior, with its large screen, most appealing, she said.
    Question for GM management: How the heck did you fail to notice this trend?

    I sincerely hope the strike did not push back the Silverado MCE. No more excuses - Read the market and react.








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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by Perian View Post
    Question for GM management: How the heck did you fail to notice this trend?

    I sincerely hope the strike did not push back the Silverado MCE. No more excuses - Read the market and react..
    RAM interior has been better than the Silverado's for 2 Gen's now. Plus the RAM's ride better on a day to day basis (IRS + Air Suspension). Plus the Hemi is still darn good that doesn't cost that much to get in to. That seems like a good formula to me.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by Perian View Post
    Question for GM management: How the heck did you fail to notice this trend?

    I sincerely hope the strike did not push back the Silverado MCE. No more excuses - Read the market and react.








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    True. GM really dropped the ball with these trucks and sadly various other products along the way as well. They may be trending towards Zero Zero Zero but not the way Mary wants.

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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by CJH View Post
    RAM interior has been better than the Silverado's for 2 Gen's now. Plus the RAM's ride better on a day to day basis (IRS + Air Suspension). Plus the Hemi is still darn good that doesn't cost that much to get in to. That seems like a good formula to me.
    $1500 for the Hemi and a other $200 for eTorque for 2020 trucks.

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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Just spent 2 days in 2 brand new rentals...2020 Silverado LT 4x4 5.3L, and a 2020 Ram Rebel 4x4 5.7L Hemi.

    I wish blog/magazine editors would quit saying "buyers prefer the Ram dash and screen". That has zero to do with it.

    5 seconds of opening the door and simply operating or using the Ram...it's incredible. Easy to drive. Easy to park. Solid as could be. Smooth. Fast. Refined. Tough. Feels in control. Beast. Detailed. "Wow, this was worth the money."

    Brand new 2020 Silverado, as usual, 5 minutes in. "What is with this thing? Why is it already shuddering and shivering? It feels like I'm piloting a big solid raft that likes to jiggle and shudder. Where's the power? Why is it hesitating? Why is this interior so awkward?"

    The shakes, the shivers, the barge feel on road, the steering...Silverado, in all black, decent look...but yeah, no way...after reading that 2020's had retuned suspension due to 2019 complaints, I couldn't tell.

    Shame, as I had just last year rented an also brand new "Classic" last gen 2019 and couldn't stand the same shudders & shivers, and 1980's school bus drive quality. Shocking vs. a 2009 Avalanche, and even an older 2002 Avalanche we had before, that were terrific in comparison.

    Stop saying it's the screen...just go drive or sit in these back to back, and it's a light bulb moment. Day to day use, I didn't want to give the Ram back, and put so many miles on it, I had to fill back up the full tank...just a pleasure to drive and use hard.
    Last edited by caddycruiser; 01-04-2020 at 11:26 AM.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Truck sales numbers...will always be fascinating. Fleets, rentals, huge incentives, $10k overpriced to build in $10k discounts.

    Payload, power, etc. Keep it going. And to those not at the top of their game, get it together...so many just are not "wow" anymore, so Ram continues to get the nod there, no question.

    Silverado/Sierra - Meh. New, but not innovative, clunky, and "are you sure this is 2019/2020"?
    F150 - Great combinations, but could also use an upgrade to finish quality, inside, and some refinements. Thankfully they simplified and "the 10-speed is THE transmission" vs. GM's 98 different combinations, and 3 transmissions.
    Ram - Just look at, drive and use one daily...no comparison.
    Tundra - Hi, grandpa, you durable, rubbery chassis but could drive a million miles 5.7L old beast...
    Titan - Interesting. Mess of a company, but doesn't seem like a bad choice, and has been updated again. But it's Nissan, so...
    Last edited by caddycruiser; 01-04-2020 at 11:37 AM.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by CJH View Post
    RAM interior has been better than the Silverado's for 2 Gen's now. Plus the RAM's ride better on a day to day basis (IRS + Air Suspension). Plus the Hemi is still darn good that doesn't cost that much to get in to. That seems like a good formula to me.
    +1
    That formula garnered the latest LD version of Ram pickup just about every industry award for which it was eligible. FCA put forth the effort to design a genuinely superior pickup truck. Not surprisingly, pickup truck customers responded enthusiastically.

    Here's a sampling of the honors that Ram 1500 earned in the last year:
    • 2019 IHS Markit Owner Loyalty Award - Full-Size Half-Ton Pickup
    • 2019 Motor Trend Truck of the Year
    • 2019 North American Truck of the Year
    • 2019 Popular Mechanics Truck of the Year
    • 2019 MotorWeek Drivers' Choice Award - Best Pickup Truck
    • 2019 Cars.com Best Pickup Truck of the Year
    • 2019 Edmunds Editor's Choice Award
    • 2019 AutoPacific Ideal Vehicle Award - Best Full Size Pickup, Best Brand Overall, Best Mass Market Brand
    • 2019 TFLtruck Gold Hitch Award
    • 2019 IIHS Top Safety Pick+ (only pickup truck with that top rating)
    • 2019 and 2020 Truck of Texas Award
    • 2019 and 2020 Green Truck of the Year
    • 2020 Car and Driver 10 Best


    The new HD version of Ram Pickup is off to a great start, too. It recently won 2020 Motor Trend Truck of the Year and is a finalist for 2020 North American Truck of the Year.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by caddycruiser View Post
    Just spent 2 days in 2 brand new rentals...2020 Silverado LT 4x4 5.3L, and a 2020 Ram Rebel 4x4 5.7L Hemi.

    I wish blog/magazine editors would quit saying "buyers prefer the Ram dash and screen". That has zero to do with it.

    5 seconds of opening the door and simply operating or using the Ram...it's incredible. Easy to drive. Easy to park. Solid as could be. Smooth. Fast. Refined. Tough. Feels in control. Beast. Detailed. "Wow, this was worth the money."

    Brand new 2020 Silverado, as usual, 5 minutes in. "What is with this thing? Why is it already shuddering and shivering? It feels like I'm piloting a big solid raft that likes to jiggle and shudder. Where's the power? Why is it hesitating? Why is this interior so awkward?"

    The shakes, the shivers, the barge feel on road, the steering...Silverado, in all black, decent look...but yeah, no way...after reading that 2020's had retuned suspension due to 2019 complaints, I couldn't tell.

    Shame, as I had just last year rented an also brand new "Classic" last gen 2019 and couldn't stand the same shudders & shivers, and 1980's school bus drive quality. Shocking vs. a 2009 Avalanche, and even an older 2002 Avalanche we had before, that were terrific in comparison.

    Stop saying it's the screen...just go drive or sit in these back to back, and it's a light bulb moment. Day to day use, I didn't want to give the Ram back, and put so many miles on it, I had to fill back up the full tank...just a pleasure to drive and use hard.
    Hmm....that sounds like what I've been saying about GM....they go about building cars like a janky house flipper, sure...they'll woo you with a fancy exterior thatll get the sale but after 15 mins of driving/owning one, you'll start to notice little corners cut here and there.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by caddycruiser View Post
    Just spent 2 days in 2 brand new rentals...2020 Silverado LT 4x4 5.3L, and a 2020 Ram Rebel 4x4 5.7L Hemi.

    I wish blog/magazine editors would quit saying "buyers prefer the Ram dash and screen". That has zero to do with it.

    5 seconds of opening the door and simply operating or using the Ram...it's incredible. Easy to drive. Easy to park. Solid as could be. Smooth. Fast. Refined. Tough. Feels in control. Beast. Detailed. "Wow, this was worth the money."

    Brand new 2020 Silverado, as usual, 5 minutes in. "What is with this thing? Why is it already shuddering and shivering? It feels like I'm piloting a big solid raft that likes to jiggle and shudder. Where's the power? Why is it hesitating? Why is this interior so awkward?"

    The shakes, the shivers, the barge feel on road, the steering...Silverado, in all black, decent look...but yeah, no way...after reading that 2020's had retuned suspension due to 2019 complaints, I couldn't tell.


    Stop saying it's the screen...just go drive or sit in these back to back, and it's a light bulb moment. Day to day use, I didn't want to give the Ram back, and put so many miles on it, I had to fill back up the full tank...just a pleasure to drive and use hard.
    I haven't been in a new GM truck that 'shudders' or 'hesitates', but I do agree with your general thoughts.

    I'm not a truck guy, but a few friends and co-workers have new trucks that I have been in. The Silverado? My impression is 'its nice', nothing special though. You take a ride in it, and forget about it the minute you step out. The Ram, a lot nicer, a lot more memorable (in a good way) ride.

    Its like GM just designed the Silverado to try to hold on to as many of their current buyers as possible, nothing more.

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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by mjd1001 View Post
    Its like GM just designed the Silverado to try to hold on to as many of their current buyers as possible, nothing more.
    That's exactly what GM did with Silverado & Sierra. Their strategy is to optimize short term profitability by minimizing design, engineering, and materials costs while maximizing transaction prices.

    GM has long been the #1 seller of pickup trucks in the U.S., so the pool of current GM truck owners is a deep one.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by gkr778 View Post
    That's exactly what GM did with Silverado & Sierra. Their strategy is to optimize short term profitability by minimizing design, engineering, and materials costs while maximizing transaction prices.

    GM has long been the #1 seller of pickup trucks in the U.S., so the pool of current GM truck owners is a deep one.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by mjd1001 View Post
    Its like GM just designed the Silverado to try to hold on to as many of their current buyers as possible, nothing more.
    My prediction 2 generations ago was it will sell well but not gain any market share.
    Still holding true.
    At what point is selling well not good enough?


    One year doesn't make a trend--we're in the truck business for the long haul.
    Says GM and they are right.
    Ram has been on the rise for the last 5+ yrs. So don't expect them to slow down this year either.

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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by Lowboy View Post
    Says GM and they are right.
    Ram has been on the rise for the last 5+ yrs. So don't expect them to slow down this year either.
    The coming 14 week factory shutdown for the Ram "Classic" production while they convert the plant for Wagoneer production could affect continued growth.
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    Re: CY2019 - RAM > Silverado 10.1%: How It Happened

    Quote Originally Posted by gkr778 View Post
    That's exactly what GM did with Silverado & Sierra. Their strategy is to optimize short term profitability by minimizing design, engineering, and materials costs while maximizing transaction prices.

    GM has long been the #1 seller of pickup trucks in the U.S., so the pool of current GM truck owners is a deep one.
    It's a truly interesting plan...and I get it...but there's a big huge not so fine line where when you cut enough edges and corners, to "we got this", the market moves on and you can't catch up.

    I was impressed by my 2009 Avalanche...and haven't been with either generation since. I drive everything, and both the 2014+ and 2019+ are too meh to matter.

    But let the sales race numbers continue...different strokes for different folks.

    I spent the $$$ on a $47k version back in 2009...and would not again, for sure. No comparison.
    Last edited by caddycruiser; 01-04-2020 at 02:08 PM.
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